Bringing New Product News to a Mature Brand
THE CHALLENGE
Kraft Foodservice sought new concepts that would leverage its core brands, manufacturing capabilities, operator needs, and food trends.
OUR WORK
We identified an opportunity to develop a sister product to Grey Poupon. The original iconic Dijon mustard was built upon a base of white wine, which we envisioned extending, logically, into red wine. We named the product Grey Poupon Rouge. The formulation was optimized in our lab and transitioned to Kraft R&D with our support during scale-up.
THE RESULT
Grey Poupon Rouge launched in July 2014 exclusively in the foodservice channel.